2009LEAD GENERATION GUIDE
Click here to get a PDF of the 2009 Lead Generation Guide.
EDITOR'S NOTE - LEAD GENERATION
Ellis Booker, editor, BtoB
In putting together the stories for this year's Lead Generation Guide, we found that the emphasis on lead generation we saw last year has continued and, in fact, accelerated. Given the sour economy and mandates to find “sales-ready” prospects, that's not surprising.
May 26, 2009
COLUMNS - LEAD GENERATION
Paul Dunay, global managing director of services marketing, Avaya
One of the great things about the Facebook platform is that it provides you access to a large audience of more than 200 million people worldwide at a low cost. But that doesn't mean you shouldn't have a strategy in place for what you are trying to achieve.
May 26, 2009
Jon Miller, VP-marketing, Marketo
Lead nurturing is the process of building relationships with qualified prospects, regardless of their timing to buy, with the goal of earning their business when they are ready.
May 26, 2009
Tony Jaros, VP-research, SiriusDecisions
Trickle-down theory. In economics circles, the mention of the term stirs impassioned, heated debate around its viability and validity.
May 26, 2009
Russell Kern, founder and CEO, Kern Organization
Rare are the consumers who actually want to speak to a sales representative. As soon as they know who's on the line, they drop into a defensive crouch—the better to protect themselves from being talked into buying something they may want but don't really need.
May 26, 2009
DATA CHARTS - LEAD GENERATION
How are marketers allocated their lead-gen budget? What are the advertising goals for 2009? Are marketers satisfied with their lead management processes? What are their marketing automation priorities?
May 26, 2009
EMAIL - LEAD GENERATION
Karen J. Bannan
Companies large and small often run into the same problem when they have more than one marketing manager or product line: Prospects and customers are bombarded with too many messages, some of which contain information that overlaps or even conflicts.
May 26, 2009
Karen J. Bannan
Since 2004, flooring manufacturer Armstrong has executed an e-mail marketing program designed to increase its brand awareness among commercial suppliers and specifiers.
May 26, 2009
Karen J. Bannan
Testing your e-mail marketing is one of those things that should be a habit, but for some marketers, it isn't.
May 26, 2009
Arthur Middleton Hughes, Senior Strategist, E-dialog
Business professionals have simple needs when it comes to receiving your marketing e-mails. They want to know how your products are made and how they are marketed. They want to know the details of new products, of course. And often, marketing e-mails contain valuable statistics.
May 26, 2009
DIRECT MAIL - LEAD GENERATION
Christopher Hosford
Strong databases are among the most essential of marketing tools, but obtaining accuracy sometimes can be hit-or-miss.
May 26, 2009
Carol Krol
Executing a fine-tuned data-quality strategy is essential in today's multichannel environment. As costs climb across the board due to a weakened economy, having accurate data becomes even more important to ensure targeted marketing messages actually reach customers and prospects.
May 26, 2009
Christopher Hosford
The announcement that American List Counsel, the list brokerage and management company, has taken a stake in digital agency Empathy Lab underscores a rapidly accelerating phenomenon: Niche marketing companies of all sizes, and in particular those in the database and list business, are adding...
May 26, 2009
TOOLS & METRICS - LEAD GEN
Rich Karpinski
Imagine sitting at your desk with your company Web site up on the screen. What would you like to know at that moment?
May 26, 2009
SOCIAL MEDIA - LEAD GENERATION
Christopher Hosford
Question: How do you establish a marketing dialogue with a smallish, specialized market largely influenced by thought leaders and solutions?
May 26, 2009
Karen J. Bannan
Decision management company FICO caters to two distinct groups of customers: consumers and businesses focused primarily on insurance and finance. Its key product is the FICO score, which ranks consumers by how likely they are to repay loans or credit products.
May 26, 2009
SEARCH - LEAD GENERATION GUIDE
Christopher Hosford
Many companies work hard to optimize their search results and click-through rates.
May 26, 2009
Karen J. Bannan
Marketers spent more on search last year—especially in the fourth quarter—than they did in 2007, and paid search spending shot up 43% year-over-year in the fourth quarter of 2008, according to a report from interactive marketing analytics company Covario Inc.
May 26, 2009
